Email marketing is a powerful and lucrative marketing avenue. The ROI for most email marketing campaigns can be as high as 4400%. That means for every $1 you spend on email marketing; you can recoup $44. It can also be responsible for more than one in four transactions on a website.
Many factors can influence the success of an email marketing campaign including the list integrity, email design, campaign strategy and the offer you present to the reader. However, there are also many other factors that can affect your long-term email marketing efficiency.
One of these is your email marketing provider.
User Experience Influences Email Marketing Results
The user experience of your website is very much part of the success of your business. The friendlier it is for website visitors, the higher conversation rate you’ll experience. The same can be said for your email marketing provider and your email campaigns.
Some email marketing providers don’t have intuitive interfaces. Therefore, constructing campaigns can be challenging. Those using them, with limited technical ability, can, therefore, opt for more basic email designs which can lead to poorer reception and engagement from subscribers.
Likewise, those email marketing providers with too many design options can be overwhelming, and the best design might not be found or applied.
Data Usage Needs To Be Useful
Another important aspect to consider with any email marketing provider is whether they provide useful reports. Collecting data on your subscriber list and monitoring responses to email campaigns can be vital to making your campaign successful.
For instance, you can notice that someone has opened and clicked through to an offer several times. However, the subscriber might not have ordered anything. There might be several reasons for this such as:
- Delivery costs are too high.
- A website might be confusing.
- A code error on the website.
- They found the product cheaper somewhere else.
- They got disrupted in the buying process.
Without the knowledge of who has, and who hasn’t engaged with your campaigns, you might not know who has clicked through and abandoned the process. This information can be highly useful because you can send another email to prompt them to complete the order.
You could even offer a deal to push them further into making that purchase or ask why they didn’t complete.
Another good report to have is your unsubscribe rates. You can notice the channels where subscribers are coming through and then unsubscribing. For instance, if you notice that those subscribing from Facebook and then unsubscribing is double compared to other channels, you know that you need to change your Facebook campaign.
Cost Of Using The Service
Another factor to consider is the cost of your email marketing provider and what you get for that price. There are numerous price points for providers, but not all of them have the same features for a similar price.
The higher the costs you pay, the more you must earn in revenue for your businesses to maximise profitability. However, you must consider that some providers might cost more, but offer you more features, reports, etc. that can increase the conversion rate for your campaigns.
It is about looking at the balance between cost and features.
Another consideration is also how much support you can get from your email marketing provider. If you don’t get much support from your business’ provider, then you might have severe problems getting the best campaign published.
Consider who offers the best support and what would you do if you had a problem and you didn’t have that support available. Getting private support from another site like Upwork or Freelancer can be expensive and might not be timely.
Your email marketing provider is an important part of your campaigns. Their interface, support and costs can influence the success of your campaigns. Be sure that your supplier is the best one for your brand before you start sending out campaigns.
Who is your favourite email marketing provider? What do they do well and not well?
Let us know in the comments below.